As you prepare to move house, there’s inevitably going to be a lot of clothing, possessions and gadgets that you don’t need any more.
Our customers have busy lifestyles – that’s why we’re constantly evolving our service to make your experience as efficient as possible. In the pre-Internet days, everyone relied on the Yellow Pages—those brightly colored business pages in the phone book that helped people find everything from antique malls to car repair shops.
Some self-storage facilities, especially the big companies, would take out expensive two-page ads.
Although advertising methods have changed drastically over the years, not all self-storage facility owners and operators are ready to throw out the phone book. Part of the challenge today in deciding on a marketing campaign is the vast array of choices, including self-storage aggregators and social media campaigns.
Cabak said National Self Storage quit using Yellow Pages advertising four years ago—except for the free ads available online—because it no longer saw the value. David Wolf, managing partner at Independence, OH-based advertising agency LinkMedia360, said it’s important for self-storage operators to be media-neutral—an approach LinkMedia360 follows when recommending where self-storage operators should advertise. While many self-storage owners and operators may no longer see value in Yellow Pages advertising, Wolf said that data from Yellow Page campaigns shows it can work well, depending on the market. Wolf added: “The print version of the Yellow Pages, under the storage heading, still generates millions of annual references from consumers who are looking to make a purchase decision. Big high-end metropolitan locations, for example, likely have lower numbers of Yellow Page searches because such locales tend to be more likely to use the Internet and smartphones than rural, poorer areas do. When I asked about the app’s install base in Canada, I was told over 2 million users (out of 30 million Canadians). Welcome.The Storage Facilitator is the modern self-storage professional's destination for useful education, intriguing news, diverse expert perspectives, technology updates, and beyond. Get our free white paperThe Four Pillars of Profitable Self-Storage Management is an in-depth resource that empowers facility owners and managers to get more out of your business and stay ahead. The information contained herein has been obtained from third parties and we cannot guarantee the accuracy or completeness of the information. Self Storage Blog: The Storage Facilitator Traditional media ads: Dead or alive in self-storage?

Before the Internet invaded our world, the Yellow Pages were the king of self-storage advertising.
Add in other traditional advertising vehicles, such as radio, TV and newspaper, and that’s historically how storage operators reached customers. You’re not going to find REITs or people of knowledge spending any money on the Yellow Pages.
That’s a significant drop from a decade ago, when 10 percent of Universal Storage Group’s business came from the Yellow Pages. Ballard said an average operator probably is spending $20,000 a year on Yellow Pages advertising and might gain seven leases, so that’s $2,857 per lease. She said the Yellow Pages along with direct mail and newspaper ads, particularly in big metro areas, have “gone by the wayside.
Goodin also spends little money on newspaper ads unless he gets it for “virtually nothing and the rate of return makes sense.” For example, a small newspaper ad might cost $300 to $400 to run each day. What does make sense to Ballard is feet-on-the-ground marketing, with her managers hitting the pavement. Andrea Carnes, vice president of operations for The Lock Up Self Storage in Northfield, IL, said advertising and marketing have changed dramatically from the Yellow Pages days.
Carnes said that before Google took off, The Lock Up introduced new locations through mailings, radio spots and newspaper ads.
Marinda Carr, corporate administrator at Edina, MN-based storage operator Mayflower Properties, said her company primarily does web, Twitter and Facebook advertising and also relies on word of mouth and drive-bys. While the most important things that you can’t quite part with – or simply don’t quite need to be a part of your new home immediately – can go into self storage, the sites below will help you get rid of the things you no longer want and make some money in the process! We’re extremely proud to launch a completely new and unique service to help our new customers save time: Check in online.
Even small mom-and-pops thought they had to be in the “Yellow Pages”—a term that eventually became generic as phone book companies proliferated.
They’ve cited the trend toward rising use of the Internet as a reason to dial back on those ads. This white paper identifies major trends and best practices in rate management, occupancy analysis, rental contracts and profit management.

Big operators spent thousands of dollars on full-page ads, and small operators felt the need to get in on the Yellow Pages action as well. According to a 2015 Self-Storage Almanac survey, 36 percent of operators still are advertising in the Yellow Pages.
He can run that ad three times and needs just one renter to roughly break even, with his average renter worth $1,000.
He aired a radio promotion last year that said “Happy Holidays from Caraquet Self-Storage” about 80 times for $100. Now, the operator sends email blasts and postcard mailings; it costs $10,000 to $15,000 for 40,000 postcards. With Check in online, we streamline the process of getting ready to move your items into our storage rooms, by offering you the ability to complete everything online.
And then another book came, and you started to wonder if you had to advertise in every one of them,” said Michael Cabak, chief operating officer at National Self Storage LLC in Miami. They have tracking numbers supplied by a firm in Oregon that provides a dashboard with call analytics.
That’s how important it is for our managers to visit and get our flyers on business’ counters,” he said.
We went from full page down to half and saw no impact and saved tens of thousands the year prior. However, when I pressed the client for REVENUE results and not a lot of phone calls being represented, there just were no real results. When he looked back, it was clear that there was a direct and dramatic drop off over the last five years. Needless to say, we are now in the process of creating a true Inbound marketing strategy to put into place. It’s important that those still placing a large emphasis on Yellow Pages and even their online products to do a deep dive on value and ROI.

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